Core Viewpoint - The ongoing competition between major food delivery platforms, particularly Meituan and Alibaba's Taobao Flash Sale, has intensified, leading to unprecedented order volumes and operational challenges for tea beverage brands and their supply chains [5][6][8]. Group 1: Competition Dynamics - On August 7, 2025, over 260 million orders were placed across Taobao Flash Sale and Meituan, more than double the previous year's figures, marking a historical high [5][6]. - The three-day promotional event at the start of autumn saw over 600 million total orders, with more than half attributed to tea and coffee beverages [6][8]. - The competition has led to a clear offensive and defensive strategy between the two platforms, with Taobao focusing on aggressive growth through subsidies while Meituan aims for efficiency and targeted user engagement [8][9]. Group 2: Operational Challenges - Many tea beverage brands faced significant operational strain, with reports of staff exhaustion and supply shortages during peak order times [5][31]. - The rapid increase in order volume has tested the supply chain efficiency, with brands struggling to maintain adequate stock levels and manage labor effectively [31][32]. - Brands have had to adapt their operational strategies, including adjusting order processing methods to cope with sudden spikes in demand [32][35]. Group 3: Financial Implications - The financial dynamics of the promotional battles have shifted, with brands increasingly reliant on platform subsidies to maintain order volumes, leading to concerns about long-term profitability [10][19]. - Major brands like Mixue and Luckin Coffee have reported significant sales increases, while smaller brands struggle to keep up with the competition and maintain profitability [26][27]. - The cost-sharing model for subsidies often places a financial burden on both platforms and brands, complicating the profitability landscape [24][25]. Group 4: Consumer Behavior - Consumer habits are shifting as promotional activities become more frequent, leading to a potential desensitization to discounts and a challenge for brands to maintain pricing power [28][29]. - The reliance on promotional events has altered consumer expectations, making it difficult for brands to revert to standard pricing without losing market share [28][29]. - The overall market for tea beverages is expanding, but the sustainability of this growth amidst aggressive discounting strategies remains uncertain [27][28].
外卖大战全景:三亿杯奶茶重新分配财富与辛苦